SNY Predicts Ad Sales Prospects From UConn Pact

The regionalsports network, thecable home of MajorLeague Baseball’s New YorkMets, last weekscored a four-year,$4.55 million dealwith the Universityof Connecticut forthe rights to GenoAuriemma’s storiedwomen’s program,which has won sevenNCAA nationaltitles.

CPTV, which reportedlyhad beenpaying $900,000annually under itsmost recent deal,bid $4.537 million, including $1.2 million up front, to retainthe contract.

HUSKY TIES EXTENDED

The new agreement expands SNY’s relationship withUConn: The RSNis the local televisionoutlet for Huskyfootball and men’sbasketball throughrights grantedby the Big East Conferenceto ESPN RegionalTelevision.

Tipping with the2012-13 school year,SNY will air a minimumof 17 of thewomen’s basketballteam’s games, plusassorted other shoulderprogrammingthat will result in closeto 350 hours of coverageannually. The programmingtrails onlySNY’s commitmentto the Mets and theNFL’s New York Jetsand is highly valuedin the Nutmeg State,SNY president SteveRaab said.

Although Raab,who called the rightsdeal an investment in SNY, said the programming willopen advertising doors for the RSN, it will have more ofan impact for distributors. “This is an opportunity forour distributors to pick up some programming that hasbeen extremely popular across the state and affiliate adsales opportunity that has produced 6 local householdratings,” he said, noting they will now control inventorythat previously manifested in “pledge drives at halftime.”

Raab said he believes SNY’s bid ultimately prevailedfor a number of reasons: SNY’s superior reach (13.7 millionversus the 1 million for CPTV in Connecticut); crossplatformpromotion across its other properties, includingUConn telecasts; and the quality of its studio production.

“UConn is very familiar with us from working withthem on the men’s side with football and basketball andthrough the Big East,” Raab said. “Our 350 hours of programmingis seven to eight times what was available onCPTV.”

‘UNIQUE’ COACH ON AIR

Raab said in addition to games SNY will produce pre- andpost-game shows, a season review and a Big East tourneypreview. SNY plans to reformat Auriemma’s show thathas been airing on the network. “He’s a unique personality.It won’t be your old-school coaches show,” Raab said.

SNY is also eyeing Geno’s Legacy, which will feature thecoach interviewing some of his former players and stars.“It will not only be a walk down memory lane, but a catchupwith some of the program’s most impactful players,”Raab said. The show will feature some of the program’stop talent, as well as others who might not have that kindof profile but helped set the ball in motion in Storrs, CT.“Geno’s first team to win the Big East and make the NCAAtournament was in 1988,” he noted.

SNY said the live games would air throughout theRSN’s footprint, while encores and some of ancillary farewould wind up on its separate Connecticut feed.